Hickford moves from Bulla to Don

CMO50 2017 entrant looks forward to reviving iconic Aussie brand

Nick Hickford
Nick Hickford

Former Bulla executive, Nick Hickford, has been appointed marketing and innovation director for Don Smallgoods (George Weston Foods).  

Stepping into the new position in November, Hickford has been tasked with bringing the Australian iconic brand back into the forefront of consumers’ minds, as well as implementing a strong innovation agenda. 

Hickford, who featured on the CMO50 2017 list, was Bulla Dairy Food’s former general manager of marketing and innovation for more than three years. 

“I am passionate about innovation, advertising and, most of all, great brand strategy. I am thrilled at being given the opportunity to leverage my career experience to reignite the brand at Don; an iconic Australian brand, which, although sitting in number one spot for unaided awareness, has lost some attention in recent years. I’m looking forward to working closely with the team to put new life into the brand,” Hickford said.

Hickford and his team turned Bulla into the number one most recognised dairy brand in Australia, much of it due to the advertising campaign, ‘Unfakeable’ delivered as part of the new master brand strategy. In his CMO50 2017 submission, Hickford said the purpose of ‘Unfakeable’ campaign was to re-engage consumers with the Bulla brand and revive flagging sales and market shares. In its first year, the campaign increased unaided brand awareness by 50 per cent at a national level. 

Prior to Bulla, he was the CEO of Wilson Everard Advertising, and also ran The Bridge Consulting Group for five years, working on brands including Woolmark, National Australia Bank, Dairy Australia, Murray Goulburn Dairy, Bulla Dairy Foods, SPC Fruit, and Europcar.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu     

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in